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sloggi Spotlights Real Women's Authentic Selves for Latest Bra Launch

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Starring group of global female trailblazers in arts, sports and creative disciplines, MullenLowe captures the Body Adapt bras innovative technology

sloggi Spotlights Real Women's Authentic Selves for Latest Bra Launch

MullenLowe is today launching sloggi’s new Body Adapt bra. Following a refreshed brand strategy for sloggi, this campaign spotlights real women within their own creative practices. 

As Gen Z overtake millennials as the most influential consumer group, sloggi’s brand strategy has been revitalised to reflect this. Encouraging Gen Z to use their cultural influence, this campaign focuses on the energy of collective empowerment being seen all around the world in on and offline acts of creativity. 

Showing bra-wearers as their authentic selves, from artists to skaters, musicians to braiders, gymnasts to drummers, MullenLowe shone a spotlight on six individuals via a series of spinoff films. This global creative approach continues to act as a springboard for locally activated campaigns featuring local creators and makers from New York to Berlin. 

Directed by Quinn Wilson during the pandemic, Body Adapt highlights the powerful transformative technology of the sloggi Body Adapt bra and the brand’s raison d’etre, to help everyone move through our world in comfort and style. 

Body Adapt will go live on paid, organic and earned online channels. Media is being handled by Wavemaker. The music track is a re-recording of 00s stalwart hiphop by a new generation of female talent in Eva Lazarus and RAE.

Mark Single, global head of marketing communications at sloggi said: “When we created a revolutionary bra like Body Adapt, which moulds to your shape and fits snuggly day after day, we knew we needed a campaign to convey that. The work we've created with MullenLowe encapsulates the style and adaptability of the product while giving a platform for our cast of amazing women to show us how they move through the world in comfort each day, adapting to whatever the world throws at them.”

Ewan Paterson, chief creative officer at MullenLowe Group UK said: “It’s a wonderful celebration of Movement. And the freedom it empowers bra-wearers the world over. With an idea that uniquely empowered influencers, from across the globe, to enrich the campaign with their vision of what freedom of movement means to them and their lives.”

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Client: sloggi

Global Head of Brand and Marketing: Nick Tacchi

Global Head of Marketing Communications: Mark Single

Global Brand Communications Specialist: Sonja Klocker


Agency: MullenLowe (part of MullenLowe Group UK)

Chief Creative Officer: Ewan Paterson

Creative Director: EJ Galang

Creatives: Charlotte Robins, Nina Griffiths, Silvia Sella, Natasha Wright

Business Director: Rebecca Harrison

Group Account Director: Lee Allen

Account Director: Joe West

Account Manager: Bec Grapiglia

Strategy Director: Hannah Hayes-Westall

Strategist: Anna Jenkins, Rhianne Patent

Producer: Nicholas Kurs, Lisa Tuck, Rhyanna Taylor-Hogan

Senior Creative Producer: Lisa Tuck

Retoucher: Pete Stedman

Digital Designer: Ellie McCulloch

Designers: Tom Hamilton, Rob Carew and Dom Scriven

Editor (Yeti, part of MLG UK): Zack Langsdon

Post Producer (Yeti, part of MLG UK): Hannah Gant


Production Company: Object And Animal

Director: Quinn Wilson

Producer: MrMr

Project Manager: Rosie Brear

Director of Photography: Igor Smitka

Photographer: Sergey Vasiliev

EP: Dom Thomas and Morgan Clement

Photographer: Sergey Vasiliev

Production Company Producer: Valentyn Petyshkin



Edit House: Trim

Editor: Paul O’Reilly

Edit Producer: Noreen Khan

Post Production

Post Production Company: Electric Theatre Collective

Post Producer: Alasdair Patrick & Melissa Trindade

Colourist: Jason Wallis

Lead VFX: Mark Chapman


Sound design: Jungle Studios

Lead sound: Ben Leeves

Producer: Sadie Poole


Music company: Wake The Town & Theodore Music

Senior Music Supervisor: Sam MacNamara


Casting: Jinjo

Casting Directors: Roxanne Farahmand / Alex Cowburn


Animators/CGI Artists: Mejae, Sophie Koko, PICS, Elm0 (JELLY), Prosper

Categories: Clothing and Fashion, Underwear

MullenLowe Group UK, Tue, 07 Sep 2021 13:35:55 GMT